 You know, a brand really can leverage their most potent power through artificial intelligence because AI gives us the information that we need to be able to influence the human beings that we're hoping that will take an action. So for instance, artificial intelligence is collecting data on all of us all the time. In fact, we each have AI in our pocket. If you've got a cell phone, then you have AI. And so we are learning where people are, where they're consuming the information, how they're consuming it, how they like to consume it. And artificial intelligence is giving us the ability, instead of marketing to the many, we can finally market to the individual. And it's that one-on-one personalization that gives someone the experience that connects them to the brand to trust the brand. And that's what conversion is all about.